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ASA Reports Drop in Number of Gambling Ads Breaking Age Restrictions

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The UK Advertising Standards Authority (ASA) has reported a fall in the number of breaches of age restriction by online gambling ads.

The ASA monitored online ads for gambling, alcohol, tobacco and other products deemed harmful to children from October to December 2020. It found 47 age-restricted ads on a sample of 49 websites and 12 YouTube channels with large numbers of underage viewers. Another 21 advertisers placed age-restricted marketing on eight YouTube channels and 23 websites.

However, only three of the ads identified in the latest report related to gambling. These appeared on three different websites but were published by the same advertising agency.

The ASA said: “Following our first and second reports, the ASA is encouraged by the lower number of ads found to have broken the rules.

“Once we have run the monitoring again in Q1 2021, we will in the summer publish a final report, reflecting back on this year-long project and in which we reserve the discretion to publicise repeat offenders, if there are any.”

ASA chief executive Guy Parker said: “We remain alive to concerns and we will be monitoring and reporting on this again.

“But we’re making significant progress in our ambition to build a culture of zero tolerance for age-restricted ads appearing on websites aimed at children and we expect that progress to continue.”

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Peter & Sons says it now reaches 70% of Italy’s ADM-licensed operator market

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Studio cites integrations with Sisal, SNAI, PokerStars, Eurobet, Betsson Italy, Lottomatica, Goldbet and Diecimilauno via Octavian and Light & Wonder.

Peter & Sons said it has expanded its distribution in Italy and is now live with approximately 70% of the country’s leading operators under the Agenzia delle Dogane e dei Monopoli (ADM) license.

The studio attributed the milestone to operator partnerships including Sisal, SNAI, PokerStars, Eurobet, Betsson Italy, Lottomatica, and Goldbet and Diecimilauno, with distribution supported by aggregators Octavian and Light & Wonder. Peter & Sons said the network is expected to grow further.

Italy remains one of Europe’s most established regulated iGaming markets, with concentrated operator share and extensive go-live requirements. Peter & Sons said Italian players can access titles including Barbarossa Dragon Empire, Barbarossa Revenge, and Thunderhawk.

Lauryn Duncan, Head of Sales at Peter & Sons, said: “Italy has become one of our most important markets, not because it was new to us, but because of how quickly it has evolved into a key part of our distribution network. Reaching 70% of the market is a strong validation of the partnerships we’ve built with leading operators and aggregators. It’s a market that demands quality, structure, and consistency, and we’re proud to see our games resonate so well within that environment.”

The post Peter & Sons says it now reaches 70% of Italy’s ADM-licensed operator market appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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EdgeLabs Signs Content Partnership with Stake

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EdgeLabs has signed a new content partnership with Stake that will bring more than 50 games from the EdgeLabs portfolio to the platform, including Blue Bird Bonus, Diamond 10x and Mark of Z, alongside casino-style titles such as Emily’s Treasure and Kandy Land Keno. The agreement expands EdgeLabs’ reach with a major global operator while giving Stake access to additional multilingual content and promotional tools across key markets.

In addition to its slot titles, Stake will also leverage EdgeLabs’ casino-style games, including the fish-shooting title Emily’s Treasure and keno game Kandy Land Keno, enhancing the overall player experience within its ecosystem.

Founded in 2017, Stake has rapidly become one of the world’s largest online casino and sportsbook. With a major focus on community engagement, the platform also offers a sweepstakes casino model, providing free-to-play experiences to its users.

Similarly, EdgeLabs’ team brings decades of industry experience, building a high-quality game portfolio supported across 35 languages and 95 currencies, with reach across North America, Europe and Asia. The studio focuses on optimizing partnerships through offering bespoke content, pre-release exclusives and a fully integrated suite of promotional tools.

By combining efforts, both companies aim to accelerate their respective commercial growth objectives and further establish themselves as key players for online free-to-play entertainment.

Marina Rodov, CEO of EdgeLabs, said: “We’re delighted to take our relationship with Stake to the next level. We will now be able to work closely and mutually boost our business by providing our best-in-class games, promotional tools, and account management. We are confident that with our games and Stake’s volumes, this will be a fruitful partnership for both companies.”

Caelum Ferrarese of Stake said: “We’re very excited to begin our partnership with Edgelabs. With Edgelabs’ catalogue of top-quality slots content, combined with a close, working relationship, the sky is the limit for what we can achieve together across a wide range of markets.”

The post EdgeLabs Signs Content Partnership with Stake appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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IGS Awarded 15-Year Electronic Gaming Machine Monitoring Licence in Victoria

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Bally’s Intralot S.A. (Bally’s Intralot) has announced that its Australian subsidiary, Intralot Gaming Services (IGS) has been awarded a new 15-year Electronic Gaming Machine (EGM) Monitoring Licence for the State of Victoria, effective 16 August 2027.

This landmark award positions Bally’s Intralot to deliver a new generation of technology, transparency and collaboration to one of the world’s most mature and highly regulated gaming markets.

Approximately 26,300 EGMs will be connected to the Monitoring System which will provide a vital role in ensuring the ongoing integrity of EGM transactions in gaming venues. It will also provide data and information on EGMs for regulatory, harm minimisation, taxation and research purposes.

Under the licence, IGS will also be responsible for the delivery, operation and maintenance of the statewide Pre-commitment System for all EGMs in Victoria, including 2628 EGMs at the Melbourne casino.

A New Technology Era for Victoria

IGS will deploy a next-generation, cloud-enabled monitoring platform designed to deliver:

• Real-time monitoring and reporting

• Advanced data analytics capabilities

• Best-in-class cybersecurity protections

• Scalable architecture to support evolving regulatory requirements

• Future-ready integration enabling seamless connectivity with venues, manufacturers and regulatory systems

“This award represents a major milestone for Bally’s Intralot and IGS and is a significant investment in the future of Victoria’s gaming technology infrastructure. We look forward to working with the Victorian Government, the Victorian Gambling and Casino Control Commission, and industry stakeholders to deliver a secure and transparent monitoring system that supports integrity and player protection,” said Robeson Reeves, CEO of the Bally’s Intralot Group.

IGS and Bally’s Intralot will commence planning and stakeholder engagement in the coming months to support a carefully managed, smooth and seamless transition.

The post IGS Awarded 15-Year Electronic Gaming Machine Monitoring Licence in Victoria appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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